module specification

MN5072 - International Selling and Negotiation (2024/25)

Module specification Module approved to run in 2024/25
Module title International Selling and Negotiation
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
70 hours Assessment Preparation / Delivery
44 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 100%   Individual Written Assignment (2000 words) with a 2-minute video
Running in 2024/25

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

Selling is an essential function of business. This module provides students with the opportunity to gain and develop essential selling and negotiation knowledges and skills. It will particularly consider the international perspective in selling to prepare the students for the importance of taking into account the richness of our current global context. The module supports the BABM&M course as it supports a marketing management perspective which includes understanding the selling function and learning from it to improve the overall marketing management function. There has been regular research confirming employers’ need for employees with selling skills as they argue that ‘selling is a life-blood of businesses’ since businesses cannot survive without effective results from this important function. Accordingly, the understanding of this business function should give students the edge over other students without such knowledge when seeking employment opportunities.  Past students of this module have confirmed the importance of undertaking this module in helping them find a job. Additionally, selling has a broader perspective as it enables students to learn how to be more persuasive while remaining ethical in their business transactions.


Sales Context and Career LO1 

Marketing vs Selling (cover marketing process) LO1, LO2

Sales’ person’s performance –Perception, motivation and behaviour LO1, LO2

CRM, Sales Technologies and Sales Analytics LO1, LO2

Global Perspective and Contemporary Selling LO1

Ethical and legal considerations and Selling LO1, LO2

The Sales cycle-From prospecting to sales presentation LO2, LO3

The Sales cycle- Sales Pitch presentation and closing LO2, LO3

Objections, Closing, service and follow up LO2, LO3

Negotiating for win-win solutions LO2

Balance of independent study and scheduled teaching activity

The module will be delivered over a 15-week period consisting of 2 hour weekly sessions. The module will use a blended learning delivery approach covering lectures/workshops, video demonstrations and student projects. We will use extensively Weblearn for both delivery of teaching and practice material as well as for the submission of assessment.

The lectures will focus on the following dimensions reflected in the title of the module: understanding the key dimensions of the theory of selling and developing skills for researching and developing a plan and delivering it to win and/or retain customers. Each seminar will include introductions to key concepts as well as opportunities for practice of the concepts using real-life examples. Students will be given the opportunity to prepare for sessions by encouraging them to undertake tasks before sessions.

During classes students will be encouraged to present their reflections about tasks so they may also develop their ability to speak confidently to audiences.
Students will be encouraged to keep a learning log to help them see how they are developing and note any areas of difficulties which can be discussed with the tutor.

Learning outcomes

On successful completion of the module students should be able to:

  1. Understand the local and international context and challenges of selling
  2. Understanding key concepts and techniques of selling, including negotiation, and the selling planning process
  3. Research and implement a selling plan for winning and/or keeping clients


Library talis link:



Core Text:
Johnston, M. (2016). Contemporary Selling. 5th Edition. London: Routledge.
Futrell, Charles (2014). Fundamentals of Selling: Customers for Life Through Service. London: Irwin/McGraw-Hill

Other (additional) Texts:

  1. Cheverton, P. (2004) Key Account Management 3rd ed. London: Kogan Page
  2. Cordell, Andrea (2019). The Negotiation Handbook. London: Routledge. 
  3. Davidson, H. (2005) The Committed Enterprise: Making Vision, Values and Branding Work London: Elsevier
  4. Grewal, D. and Levy, M. (2008) Marketing International Edition USA: McGraw-Hill
  5. Doyle, P. (2000) Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value Chichester: Wiley
  6. Heiman, S. E. Sanchez, D. and Tuleja, T. (2003) The New Strategic Selling London: Kogan Page  Jobber, D. and Lancaster, G. (2006) Selling and Sales Management 7th ed. Harlow: Pearson Education
  7. Jobber David, Lancaster Geoff / Selling and Sales Management (2009) Financial Times/ Prentice Hall 2005 (8th edition)
  8. Johnson, M.W. and Marshall, G.W. (2006) Churchill/Ford/Walker’s Sales Force Management 8th ed. International Edition USA: McGraw Hill
  9. MacDonald, M. and Woodburn, D. (2007) Key Account Management: The Definitive Guide 2nd ed. Oxford: Butterworth- Heinemann
  10. Mullins, L.J. (2007) Management and Organisational Behaviour 8th ed. Harlow: Pearson Education Piercy, N.F. and Lane, N. (2009) Strategic Customer Management: Strategizing the Sales Organization, Oxford: Oxford University Press
  11. Robinson, P. (2009) Level 2 Sales and Marketing Tutor Guide Part 1 UK: Rogers, B. (2007) Rethinking Sales Management: a strategic guide for practitioners Chichester: Wiley
  12. Schiffman, L. G. and Kanuk, L. L. (2007), Consumer Behaviour, International Edition ,  Prentice Hall, 8th/ 9th ed.
  13. Wilson, A. (2003) Marketing Research: An Integrated Approach Harlow: Pearson Education


Journal of Personal Selling and Sales Management
Journal of International Consumer Marketing
Journal of consumer behaviour: an international research review
European Journal of Marketing,
Journal of Marketing
Journal of marketing Research
Advances in Consumer Research


Chartered Institute of Marketing (CIM)
The Institute of Sales and Marketing Management (ISMM)

Electronic Databases:
Keynote, Mintel Marketing Intelligence, Euromonitor.

Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.